What Making Science does

Making Science is a publicly listed (BME: MAKS) Madrid-headquartered digital acceleration company that operates as a technology-enabled global digital agency, delivering marketing consulting, MarTech/AdTech, cloud architecture, and AI-powered SaaS products to enterprise brands across 15 markets in Europe, the Americas, and the Caucasus. Founded in 2015, the company has grown to 1,200+ employees through a combination of organic expansion and nine disclosed acquisitions between 2020 and 2024 (including Ventis, Tre Kronor Media/UCP, ELLIOT, Sweeft Digital, and Ad-machina).

The company's core technology stack is anchored by two proprietary AI platforms. ad-machina is a generative AI advertising engine that produces 15 unique headlines and 4 descriptions per keyword across Google Ads, Performance Max, DV360, and Meta, with demonstrated 30% conversion improvement versus traditional methods. Gauss, launched in 2018 and now an umbrella for nine sub-modules (Attribution, Connected TV, Data Collection, Data Quality, Dynamic Creatives, MMM, Offline Conversions, Shopping, and Smart Advertising), focuses on first-party data activation and AI-driven campaign optimization, delivering 15% CPA reduction and 20% sales improvement on Google and Meta. The RAISING division (launched 2025-01) houses these products alongside newer additions: Creative Hub (2025-06) for AI-driven creative asset management with 80% task automation, Trust Generative AI for compliant content generation, and Ally Partner (2026-03), a Google Cloud-based corporate AI agent for multi-agent enterprise workflow orchestration with 30% productivity gains.

Making Science generates revenue through three streams: (1) professional services in digital marketing consulting, Google Marketing Platform implementation, and campaign management; (2) subscription/recurring SaaS revenue from proprietary AI products (ad-machina, Gauss); and (3) managed cloud and AI deployment services leveraging Google Cloud Platform. Pricing is bespoke and multi-year contracted, with the company not publishing standard rate cards. GTM is sales-led for enterprise accounts, augmented by channel partnerships through its Google Marketing Platform Premier Partner reseller status and Local Planet network membership. The company serves enterprise brands and e-commerce companies across banking (Banco Santander), retail (MediaMarkt), tourism and hospitality, with notable customers in the US, Spain, Italy, and Nordics via its Tre Kronor Media subsidiary. In October 2025, the company divested its cloud and cybersecurity unit to Lutech for approximately €23 million to refocus on its higher-growth AI and AdTech core.

Name

Making Science

Legal name

Making Science Group, S.A.

Website

https://makingscience.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Making Science is a Madrid-headquartered, publicly listed (BME: MAKS) AI-powered digital acceleration company serving enterprise brands across 15 markets with proprietary generative AI advertising technology (ad-machina), the Gauss MarTech platform, and AI workflow agents built on Google Cloud.

Ownership category

akta.pro rank

Product category

Marketing Technology Software (MarTech)

akta.pro primary industry

Creator Talent Management & Representation (MPAAAHAB)

Keywords

• Digital marketing consulting
• MarTech AdTech solutions
• AI advertising technology
• Google Marketing Platform reseller
• E-commerce digital transformation

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Digital Marketing Consulting Services: Strategic consulting and implementation services for digital marketing transformation, including Google Marketing Platform services, media planning, and campaign management.
2. AI-Powered SaaS Products: Proprietary AI technology platforms including ad-machina, Gauss AI, and Trust Generative AI offered as software solutions to optimize marketing performance.
3. Software and Cloud Solutions: Cloud architecture and AI deployment services leveraging Google Cloud Platform, including implementation, integration, and maintenance of advanced IT solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Making Science is an AI-powered digital acceleration company that develops and sells proprietary marketing technology platforms (ad-machina for generative AI advertising, Gauss AI for marketing optimization, Ally Partner for AI workflow orchestration, Creative Hub, BrandMax, Trust Generative AI) while also delivering enterprise digital marketing consulting, Google Marketing Platform reseller services, and cloud/AI implementation across 15 markets globally.

Product overview

Making Science is a digital acceleration company offering a portfolio of AI-powered marketing technology products. The core offerings include ad-machina (AI-powered personalized advertising across Google Ads and Meta), the Gauss platform (parent marketing technology platform with specialized sub-products for attribution, connected TV, data collection, data quality, dynamic creatives, marketing mix modeling, offline conversions, shopping optimization, and smart advertising), and RAISING as the AI technology division housing these products. Additional offerings include Ally Partner (corporate AI orchestrator), Creative Hub (AI creative asset management), and Trust Generative AI. The company operates as a Google Marketing Platform reseller and serves clients including Banco Santander and MediaMarkt.

Differentiator

Problem solved

Functional benefit

Brands

• RAISING: AI technology division combining business expertise with data science to develop advanced AI-based solutions including ad-machina, Gauss AI, and Trust Generative AI for marketing strategies.
• ad-machina
• Gauss
• Ally Partner
• Creative Hub
• Trust Generative AI

Products and services

• ad-machina AI-powered advertising technology that uses generative AI to create personalized ads across Google Ads, Meta, DV360, Performance Max, and Campaign Manager. Generates 15 unique headlines and 4 descriptions per keyword with cognitive bias personalization, achieving up to 30% more conversions versus traditional advertising methods. Targets enterprise marketing teams and agencies.
• Gauss AI Marketing Platform Marketing technology platform leveraging AI and First-Party Data to boost campaign performance for enterprise brands. Includes modules for Attribution, Connected TV, Data Collection, Data Quality, Dynamic Creatives, Marketing Mix Modeling, Offline Conversions, Shopping, and Smart Advertising. Delivers 20% sales improvement and 15% CPA reduction. Targets large enterprises, e-commerce companies, and marketing teams.
• RAISING Making Science's AI technology division combining business expertise with data science to deliver predictive, generative, and automated AI technologies for marketing strategy optimization. Houses ad-machina, Gauss AI, and Trust Generative AI products. Targets enterprise marketing teams globally.
• Ally Partner Corporate AI agent that orchestrates and synchronizes multiple AI agents and human teams across enterprise workflows. Built on Google Cloud infrastructure and developed through Awake Venture Studio innovation hub. Delivers 30%+ productivity increases and reduced project cycle times for enterprise teams.
• Creative Hub AI tool for marketers to control creation, measurement, optimization, and scaling of creative assets for advertising campaigns. Uses AI to quantify creative elements, analyze campaign effectiveness, and automate 80% of tasks including image and video resizing. Integrates agentic AI technology for autonomous decision-making.
• Trust Generative AI Versatile and secure generative AI tool for content generation at scale, automating internal and external processes in marketing, SEO, and human resources while ensuring regulatory compliance. Targets enterprise marketing, SEO, and HR teams requiring compliant AI content generation.
• BrandMax AI-powered brand awareness tool focused on building brand presence through strategic buyer personas and smart bidding. Works with ad-machina to target the complete buyer journey across advertising platforms. Particularly impactful in tourism, hospitality, and competitive US market verticals.
• Digital Marketing Consulting & Implementation Services Strategic consulting and implementation services for digital marketing transformation, including Google Marketing Platform services (DV360, Search Ads 360, Campaign Manager, GA4), media planning, campaign management, and MarTech strategy. Targets enterprise brands seeking end-to-end digital transformation.
• Cloud & AI Implementation Services Cloud architecture and AI deployment services leveraging Google Cloud Platform, including implementation, integration, and maintenance of advanced IT solutions, Vertex AI integrations, GA4 to BigQuery pipelines, and server-side Google Tag Manager deployments for enterprise clients.

Quantifiable outcome

• 30% more conversions with ad-machina AI advertising vs traditional methods
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability20 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• GooglecoreTechnology or IntegrationMaking Science is a Google Marketing Platform (GMP) Premier Partner and Google Cloud Platform partner, reselling GMP products including DV360, Search Ads 360, Campaign Manager, and Google Analytics. Company participates in Google events including Cloud NEXT and Marketing Live.
• Local PlanetcoreStrategic or Co-development PartnerMaking Science is a consulting partner of Local Planet, the world's largest network of independent media agencies. This partnership provides access to global client network and enables cross-border collaboration for international expansion.
• LutechminorOthersIn October 2025, Lutech acquired Making Science's cloud and cybersecurity unit for approximately €23 million as part of strategic restructuring.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Globant: Digital transformation and AI services company combining technology consulting with proprietary AI platforms. Comparable to Making Science's blend of cloud/AI consulting, proprietary AI products, and enterprise marketing transformation.
• S4 Capital / MediaMonks: Digital-first advertising and marketing services company built around technology-enabled content, programmatic, and data. Closest mid-sized peer to Making Science in business model, scale, and AI-led marketing focus.
• Dept Agency: Mid-sized global digital agency delivering creative, technology, data, and media services with proprietary tooling. Similar scale and AI-driven digital transformation positioning to Making Science.
• Merkle: Data-driven performance marketing and customer experience agency within dentsu, specializing in CRM, analytics, and MarTech. Directly comparable to Making Science's Gauss analytics and first-party data activation capabilities.

Broad incumbents

• Accenture Song: Accenture's digital creative and marketing services arm, offering experience design, commerce, and AI-powered marketing transformation. Directly comparable to Making Science's e-commerce and digital transformation mandates.
• WPP: World's largest advertising holding company with agencies including GroupM, Ogilvy, and VMLY&R. Competes with Making Science in AI-driven media, programmatic, and data-led marketing services for enterprise brands.
• Publicis Groupe: Global advertising and marketing services holding company with a strong digital and data practice (Publicis Sapient, Leo Orion). Comparable to Making Science as a large incumbent offering AI-enabled marketing transformation across enterprise clients globally.
• Cognizant Interactive: Digital experience and marketing services arm of Cognizant, offering AI-led customer experience design and digital transformation. Comparable to Making Science in enterprise consulting combined with proprietary AI tooling.
• Havas Group: Global advertising and communications group with Havas Media, Havas Creative, and data/tech capabilities. Competes with Making Science in integrated digital marketing and media services for enterprise clients.

Emerging players

• Emplifi: AI-powered customer engagement and marketing platform serving enterprise brands with personalization and analytics. Adjacent competitor to Making Science's Gauss and ad-machina offerings in AI-driven marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/makingscience
• YouTubeyoutube.com/c/MakingScience
• Facebookfacebook.com/MakingScience
• LinkedInlinkedin.com/company/making-science
• Instagraminstagram.com/makingscience
• TikToktiktok.com/@makingscience

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A9 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Making Science